Unraveling Multimodality with Large Language Models.pdf
Susan Weinschenk's UKUPA Presentation
1. Designing For Engagement:
What makes them click?
Susan
Weinschenk,
Ph.D.
thebrainlady@gmail.com
@thebrainlady
#100Things
US Phone: 847-909-5946
www.whatmakesthemclick.net
2. Most
Mental
Processing
is
Unconscious
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
16. Iyengar, Sheena S.
and Mark R. Lepper.
2000. When choice is
demotivating: Can one
desire too much of a
good thing?. Journal
of Personality and
Social Psychology.
79: 995-1006.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
17. Fact
Or
Fic:on?
If you give people too
many choices they won’t
choose anything.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
18. Fact
Or
Fic:on?
If you give people too
many choices they won’t
choose anything.
FACT
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19. Choice = Control = Survival
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
20. Fact
or
Fic:on?
People can only
remember/process 7 + or –
“things” at a time
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
21. Fact
or
Fic:on?
People can only
remember/process 7 + or –
“things” at a time
FICTION
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
22. 7
+/-‐
2
is
an
Urban
Legend
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
23. 2. People Can Remember/Deal With Only 3-4 Items
Baddeley,
A.
D.
(1994).
The
magical
number
seven:
S:ll
magic
aSer
all
these
years?
Psychological
Review,
101,
353-‐356.
Broadbent,
D.
(1975).
The
magic
number
seven
aSer
fiSeen
years.
In:
Studies
in
long-‐
term
memory,
ed.
A.
Kennedy
&
A.
Wilkes.
Wiley.
Cowan,
N.
(2001).
The
magical
number
4
in
short-‐term
memory:
A
reconsidera:on
of
mental
storage
capacity.
Behavioral
and
Brain
Sciences,
24,
87-‐185.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
27. One bystander Five bystanders
Gives help 85% Gives help 31%
of the time of the time
Latane, B., and J.M. Darley. “Group Inhibition of Bystander Intervention in Emergencies.”
Journal of Personality and Social Psychology 10 (1968): 215-21.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
28. Chen, Yi-Fen, Herd behavior in purchasing books online, Computers in Human
Behavior, 24, (2008), 1977-1992.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
29. 4. When Uncertain, People Look To Others’ Behavior To Decide
What To Do
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
31. just how good is the
cookie?
Worchel, Stephen, Jerry Lee, and Akanbi
Adewole. 1975. Effects of supply and
demand on ratings of object value. Journal
of Personality and Social Psychology. Vol
32(5), 906-914.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
39. 6. Video is the engaging media
Stephens,
Greg,
and
Hasson,
U.
2010.
“Speaker-‐listener
neural
coupling
underlies
successful
communica:on.”
Proceedings
of
the
Na:onal
Academy
of
Sciences.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
41. 7. People Are Motivated To Connect
“Weak”
Ties
=
?
Professor
Robin
Dunbar
University
of
Oxford
hep://www.isca.ox.ac.uk/about-‐
“Strong”
Ties
=
us/staff/academic/prof-‐robin-‐
150
dunbar/
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
42. 8.
Beauty
Is
In
The
Eye
Of
The
Unconscious
Tractinsky, et. al. Using
ratings and response
latencies to evaluate
the consistency of
immediate aesthetic
perceptions of web
pages. Proceedings of
the 3rd Annual
Workshop on HCI
Research in MIS, 2004.
Fernandes, et.al.
Judging the appeal of
web sites. Proceedings
of the 4th World
Congress on the
Management of
Electronic commerce,
2003.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
43. Berns, Gregory S.,
McClure, S., Pagnoni,
G., & Montague, P.
(2001). Predictability
modulates human
brain response to
reward. The Journal
of Neuroscience,
21(8), 2793–2798.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
44. Factor 1:
Aesthetic – Orderly and clear design
Factor 2:
Expressive – Creativity and originality;
breaking design conventions
Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites.
Intl Journal of Human-Computer Studies. 60 (2004) 269-298.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
52. Fact,
Theory,
Or
Fic:on?
People Prefer Objects
With Curves
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
53. Fact,
Theory,
Or
Fic:on?
People Prefer Objects
With Curves
FACT
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
54. People Prefer Objects With Curves
Bar, M., & Neta, M.
(2006). Humans
prefer curved visual
objects.
Psychological
Science, 17(8),
645-648.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
57. 9: The Brain Processes Information Best In Story Format
Singer, T., B. Seymour, J.
O’Doherty, H. Kaube, J.D. Dolan,
and C. Frith. 2004. Empathy for pain
involves the affective but not
sensory component of pain.
Science. 303: 1157-1162.
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
68. Designing for Engagement
1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces
2. People Can Remember/Deal With Only 3-4 Items
3. People Have Mental Models
4. When Uncertain, People Look To Others’ Behavior To Decide What To Do
5. Food, Sex, Danger Grab Attention –Fear of Loss>Anticipation Of Gain
6. Video is the engaging media
7. People Are Motivated To Connect
8. Beauty Is In The Eye Of The Unconscious
9: The Brain Processes Information Best In Story Format
10. People Expect Technology To Follow Human-To-Human Interaction
Rules
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69. For
More
Informa:on
@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com